ChannelAttribution v2.0.2


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Markov Model for Online Multi-Channel Attribution

Advertisers use a variety of online marketing channels to reach consumers and they want to know the degree each channel contributes to their marketing success. This is called online multi-channel attribution problem. This package contains a probabilistic algorithm for the attribution problem. The model uses a k-order Markov representation to identify structural correlations in the customer journey data. The package also contains three heuristic algorithms (first-touch, last-touch and linear-touch approach) for the same problem. The algorithms are implemented in C++.

Functions in ChannelAttribution

Name Description
ChannelAttribution-package Markov Model for Online Multi-Channel Attribution
heuristic_models Heuristic models for the online attribution problem.
Data Customer journeys data.
markov_model Markov model for the online attribution problem.
transition_matrix Transition matrix.
auto_markov_model Automatic Markov Model.
choose_order Choose order for Markov model.
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Type Package
Date 2020-07-25
License GPL-3 | file LICENSE
LinkingTo Rcpp, RcppArmadillo
SystemRequirements GNU make
NeedsCompilation yes
Packaged 2020-07-26 13:26:25 UTC; a458057
Repository CRAN
Date/Publication 2020-07-27 07:32:06 UTC
imports Rcpp
linkingto RcppArmadillo
Contributors David Loris, Davide Altomare

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